i s i o n S u p p o r t S y s t e m sM a r k e t i n g R e s e a r c h

K E E Y T H E R M !

L01 marke t inginformation everydayinformation about

developments in the marketingenvironment that managers use toprepare and adjust marketing plansdecision support system (DSS)an interactive, flexible, computerizedinformation system that enablesmanagers to obtain and manipulateinformation as they are makingdecisionsdatabase marketing the creationof a large computerized file ofcustomers' and potential customers'profiles and purchase patterns

L0 2 marketing researchthe process of planning,collecting, and analyzing

data relevant to a marketing decision

L0 3 marketing researchproblem determiningwhat information is needed

and how that information can beobtained efficiently and effectively

marketing research objective thespecific information needed to solvea marketing research problem; theobjective should be to provide insightfuldecision-making informationmanagement decision problema broad-based problem that usesmarketing research in order formanagers to take proper actionssecondary data data previouslycollected for any purpose other thanthe one at hand

marketing research aggregatora company that acquires, catalogs,reformats, segments, and resellsreports already published bymarketing research firmsresearch design specifieswhich research questions must beanswered, how and when the datawill be gathered, and how the datawill be analyzed

K E E Y C O N C E P T S

Explain the concept and purpose of a marketing decision supportsystem. A decision support system (DSS) makes data instantly available tomarketing managers and allows them to manipulate the data themselves to

make marketing decisions. Four characteristics make a DSS especially useful to marketingmanagers: They are interactive, flexible, discovery oriented, and accessible. Decisionsupport systems give managers access to information immediately and without outsideassistance. They allow users to manipulate data in a variety of ways and to answer "what if"questions. And, finally, they are accessible to novice computer users.

Define marketing research and explain its importance to marketingdecision making. Marketing research is a process of collecting and analyzingdata for the purpose of solving specific marketing problems. Marketers use

marketing research to explore the profitability of marketing strategies. They can examinewhy particular strategies failed and analyze characteristics of specific market segments.Managers can use research findings to help keep current customers. Moreover, marketingresearch allows management to behave proactively, rather than reactively, by identifyingnewly emerging patterns in society and the economy.

Describe the steps involved in conducting a marketing researchproject. The marketing research process involves several basic steps. First, theresearcher and the decision maker must agree on a problem statement or set

of research objectives. The researcher then creates an overall research design to specifyhow primary data will be gathered and analyzed. Before collecting data, the researcherdecides whether the group to be interviewed will be a probability or nonprobabilitysample. Field service firms are often hired to carry out data collection. Once data havebeen collected, the researcher analyzes them using statistical analysis. The researcher thenprepares and presents oral and written reports, with conclusions and recommendations,to management. As a final step, the researcher determines whether the recommendationswere implemented and what could have been done to make the project more successful.

Discuss the profound impact of the Internet on marketingresearch. The Internet has simplified the secondary data search process, placingmore sources of information in front of researchers than ever before. Internet

survey research is surging in popularity. Internet surveys can be created rapidly, are reportedin real time, are relatively inexpensive, and are easily personalized. Often researchers use theInternet to contact respondents who are difficult to reach by other means. The Internet canalso be used to conduct focus groups, to distribute research proposals and reports, and tofacilitate collaboration between the client and the research supplier.

Discuss the growing importance of scanner-based research.A scanner-based research system enables marketers to monitor a market panel'sexposure and reaction to such variables as advertising, coupons, store displays,

packaging, and price. By analyzing these variables in relation to the panel's subsequentbuying behavior, marketers gain useful insight into sales and marketing strategies.

e scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.